To that end, executives at Colonial Williamsburg, which has about
600 costumed interpreters, are going beyond traditional
interpretation, creating new attractions with changing story lines,
much like theme parks that lure visitors with something new every
year. They're adding what one exec calls "scripted spontaneity,"
featuring "18th-century soap operas" performed by recurring
characters for visitors who want to interact with history, not just
watch it.

"We're going to introduce characters and scenes in the winter and
have the guests follow that family during different adventures
throughout the year," says Rex Ellis, vice president for the
historic area. "So if you come back, you will see those characters
in different situations and different scenarios."

Beginning later this year, for instance, Colonial Williamsburg will
focus on different years leading up to the Revolution during
different seasons. During the slow winter season, when visitors are
often history buffs, it will highlight the small hamlet as it was
in 1773. In spring, it will highlight 1774, then jump to the
incendiary events of 1776 during the busy summer season, and go
back to 1775 and the precursors to the Revolution during the fall.

"If we want to change the way our guests see Williamsburg, they
can't assume if they come here in January they'll see the same
thing if they come here in summer," says Ellis. "So our programs
have to be much more diverse."

Other historical sites have blazed successful paths similar
to what Williamsburg is trying.

In recent years, the Biltmore Estate in Asheville, North Carolina,
has added a four-star inn, a winery, seasonal special events,
horseback riding, events for children, and outdoor activities
including river floats, biking, and hiking.